People are more dependent on apps even for their simple chores. Increase in the demand side of apps created lots of opportunities and challenges to develop smarter, quicker, faster and innovative apps for the App users.

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From the Adwords interface, click on the red button and select “Display Network only”: Step 3: Select campaign type “Mobile app installs” Enter a campaign name, choose “Mobile app installs” from the list of campaign types. Then click “Select app” and find your app on the Google Play or Apple app store.

To illustrate, on an average the number of app releases per day from the third quarter of 2016 to first quarter 2018 is 6,140 through the Google play store and 1,434 through the Apple store. (Source: Statista.com)

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To get visibility for your app from millions of apps, you need to do something different than your competitors. One of the most helpful technique is app store optimisation which can be called as SEO for Apps but its a time taking process for the long-term results. For the immediate results, you can opt for paid App Install campaigns in which Google UAC campaigns is one of the most important platforms.

Let me explain to you about Google universal app Campaigns in detail.

Google Universal App Campaigns

It’s a Google launched platform for mobile app installs. It permits the marketers to get installs for both Android and iOS apps across Google’s properties which include- Search, Display Network, YouTube, and Play Store. It supported various Ads format and its easy to set up Google Adwords UAC campaign, As it requires only to enter a location, language and target CPI and Google optimise the Ads based on performance.

Ad copy

While creating a mobile app install campaign, you will get four independent lines in text format. By utilising those lines, Google creates Ads. It’s optional to include video and up to 10 images. Once the Google App campaigns get launched, you can see the overall performance of the campaigns even the individual performance of the network.

Bidding

In Google Adwords UAC campaign, you have only one bidding option that is CPI. Here you need to enter the maximum bidding amount per every install you are willing to pay & Google automatically optimises the campaign according to it.

Reporting/ Performance analysis

In Google Adwords UAC campaign, you can analyse the performance up to specific parameters which include-

Location
Time (day, month, year, quarter, etc.)
Device
Network
Campaign (no Ad groups)
Ad assets performance

Let’s know how to create Google Adwords UAC campaign for mobile app install in step by step

Step 1: Setting up conversion tracking

Conversion tracking is the prior step in the Google App campaigns. It is different for Android and iOS platform.

Let’s begin with android platform first

Sign into Google Adword account. Click on ‘Tool’ option at the upper right corner of the screen, In a measurement column you will get the ‘Conversions’.

Click on ‘‘.

Then, select ‘App’.

Here you need to choose whether you’re creating a Google App campaigns for Android or iOS.

For Android apps, you don’t need to install any code in your app to record a number of installs from Ads. However, on the question of the app store, conversion is filed regarding the first time someone opens an app after getting installed which referred to as ‘First opens’.

So If you’re recording conversion for Google play store select an option ‘Google Play’.

Select what you want to track – ’Installs’ or ‘In-app purchases’. For Google App install campaign, select ‘Installs’ option and clicks on ‘Continue’.

Enter conversion name, select your app from Google play, enter a value to know how much these conversions are worth to your business. Then click on ‘Create and Continue’.

Here you have done with Conversion tracking for Google play apps.

Conversion tracking for iOS platform

For the Apple store, conversion tracking is not straightforward like Android.

App store users come with the information where they come from, but the App store strips complete data once the user arrives. So you will not get any information about the users who downloaded your app.

To record the conversions for App store users, you need to take the help of third-party attribution companies like Tapstream, Appsflyer, MAT, and Adjust.

App store conversions you can track by importing data from your third-party account by linking it to your Google Ads account.

To construct a link between third-party provider and your Google Ads account, you need to create a link ID that you need to share with your third-party provider, or you also have an option to enter directly into your third-party account.

For every app, you need to create a unique link ID that you want to track with a third-party provider. Once you have created a unique link ID for your apps, you can now import conversion events into Google Ads.

How to create a unique link

First sign in to Google Adwords account. At the upper right corner, you find ‘Tools’. Click on it. In the SetUp column, you will find Linked accounts.

Click on Linked accounts under which you will get the option ‘Third-Party app analytics’ click on ‘Details’.

Here you have two options:

If you haven’t linked with any app analytics providers to your Google Adwords account, click on ‘Create Link ID’ or want to create a new link, click on ‘ ‘ button to link a new provider or app. For doing this, you need admin access.

Choose your app analytics provider.

If not listed click on ‘Other provider’, and enter the ID of your provider. Then select your mobile app’s platform as iOS. Find your app from the search button on the same page. Click on ‘Create Link ID’.

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Copy your link Id and use it in your third-party account. Your ID shown as unverified until you add it to your third-party account and conversion data begins to flow into Google Adwords.

Once you have created a linked ID, now you can import the data from your third party accounts.

The ID which you created is used to share with your app analytics provider. It allows transferring conversion data and user lists for that particular app between your app analytics provider and Google Ads.

How to import conversion data from a third-party provider

Sign in to Google Ads account. At the upper right corner click on ‘Tools’ in the measurement column click on ‘conversions’.

Click on the’ <

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